Demographics & Psycho-graphics

Question 1

What does demographics mean?

Answer 1

The Class, Race, Age, Gender and Sexuality of someone ( CRAGS )

Question 2

What is one way we can classify audience?

Answer 2

Through how much they earn and class status

Question 3

What is the lowest category?

Answer 3

Class E
- Lowest Level Subsistence
- State pensioners or Widows ( No other earners )
- Casual or lowest grade earners

Question 4

What is the next category?

Answer 4

Class D
- Working Class
- Semi or unskilled manual workers e.g. Supermarket shelf stacker, traffic warden, fisherman, apprentice

Question 5

What is the next category?

Answer 5

Class C2
- Skilled working class
Skilled manual workers e.g. police constable, patrolman, bus driver, bricklayer or plumber

Question 6

What is the next category?

Answer 6

Class C1
- Lower middle class
Supervisory/ clerical/ junior management or professional e.g. student doctor, foreman with 25+ employees, monk or nun, junior journalists

Question 7

What is the next category?

Answer 7

Class B
- Middle Class
- Intermediate managerial or professional e.g. vicar, newly qualified doctor or solicitor, farmer with 2-9 employees, bank chief clerk

Question 8

What is the highest category?

Answer 8

Class A
- Upper middle class
- Higher managerial or professional e.g. bishop, established doctors, police superintendent or above, board director 200+ company

Question 9

What are psycho-graphics?

Answer 9

How we classify audience based on their personality, values and interests

Question 10

What are VAL types?

Answer 10

Different and specific personality types with lots of description

Question 11

What are some different VAL types

Answer 11

Innovators, Believers and Survivors

Question 12

What are some characteristics of Innovators?

Answer 12

• The top group in terms of money and influence
• Are always taking in information
  -Make the highest number of financial transactions/ high resource access
• Are future oriented
• Most receptive to new ideas and technologies
• Enjoy the challenge of problem solving
• Have the widest variety of interests and activities

Question 13

What are some characteristics of Believers?

Answer 13

• Access to low amount of resources
• Rely on spirituality and faith to provide information
• Want friendly communities
• Watch TV and romance novels to find an escape
• Are not looking to change society
  -Find advertising a legitimate source of information
• Have strong me- too fashion attitudes

Question 14

What are characteristics of Survivors?

Answer 14

• Lowest group in terms of money and power
• Lowest access to resources
• Are cautious and risk averse
• Thrifty and the oldest consumers
• Are not concerned about appearing traditional or trendy
• Take comfort in routine, familiar places and people
• Are heavy TV viewers
  -Are loyal to brands and products
• Spend most of their time alone